The document discusses the skills and knowledge required for customer-facing teams in 2020 and beyond. It notes that customer expectations and behaviors are changing with increased mobile usage and adoption of new technologies like AI. Customer-facing roles will require upgraded skills to handle more self-service options for customers as well as virtual assistants, while still providing human assistance for complex issues. New skills discussed include skills for emotion-based customer experience and experience optimization, as well as skills for working with new technologies like process automation, AI-infused solutions, and digital labor platforms.

1. skills and knowledge
customer facing teams
0202

2. M e r c h a n t s C E O
D a t a p o i n t S t r a t e g y D i r e c t o r
B r a i n f o o d I n n o v a t o r
2 0 1 5 L i f e t i m e A c h i e v e m e n t A w a r d E C C S A

3. Delegated
Skills

4. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
C o n s u m e r a d o p t i o n o f
m o b i l e , ‘ n o w ’ l i f e s t y l e
M a r ke t r e a d i n e s s o f A I
i n f u s e d t e c h n o l o g i e s
D a w n o f t h e n e x t p h a s e i n c o m p u t i n g

5. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

6. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
The Contact Mix
2 0 1 9 2 0 2 5

7. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
Virtual Assistants
S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

8. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
Reduce manual, error-prone and repetitive tasks of
data entry, navigation and process fulfilment
RPA
Better CX
Improved Productivity
Accuracy
Consistency
Faster resolution

9. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
Upgraded
Skills

10. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
P O I N T S O F A C C E S S
Desktop Laptop Tablet Phone Smartphone Wearable Speaker IoT
Voice - Text - Video
Self Service
24x7 education,
information & task
completion
Assisted Service
when it’s emotional,
complex or matters to
the relationship
Proactive Service
when customer needs
can be anticipated
right time-right outcome
AI Focuses & Upgrades Live Assistance

11. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
The Problem With Looking Different In Digital Economies

12. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
The Heart Of CX

13. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
The ability to optimise the way a customer feels
during and at the end of an interaction
What Is Emotion CX?

14. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
P e a k - e n d r u l e

15. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
From Negative To Postive

16. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
Strong listener. Is able to surface unstated needs
Recognises and responds to both the functional and emotive needs of each customer
Activates CX psychology - amplifies positive moods, steers negative towards positive
Is adaptive to the communication style and expectations of each customer
Picks language that makes each communication sound authentic and personal
Skills

17. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
Leaders Laggards
Positive:Negative experiences delivered
What Does Good Look Like?

18. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
T- M o b i l e ’ s C E O J o h n L e g e r e

19. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
What’s
The ROI?

20. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

21. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

22. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
• Very high correlation between CX and
repurchasing
• 21-point difference in NPS between
consumers who’ve had a very good
experience with a company and those
who’ve had a very poor experience

23. New
Skills

25. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
Digital Labour

26. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
Digital Labour

27. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
A d v i s o r
T e a m L e a d e r
R P A / C h a t b o t
O p t i m i s a t i o n L e a d e r
1 to 12
Quality & CSat
First time resolution
Personal development
1 to 00s
CSat
Containment
Application development
Digital Management

28. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
Product
Owner
Solutions
Architect
Software
Engineer
Designer
Tester UI/UX
Contact
Centre
Advisor
Shift
Supervisor
CEL Team Leader
Shift
Supervisor
Resource
planner
AI
Conversation
Architect
Real Time
Chat Analyst
Product
Executive
Sentiment
Analyst
AI Strategy
Lead
AI
Configuration
Admin
Integrated Agile Product
Development Squad
Operations Contact
Centre Team
Nick Cockerill
Head Of Product – Operational Technology
Sky Gaming

30. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
Product
Owner
Solutions
Architect
Software
Engineer
Designer
Tester
UI/UX
AI
Conversation
Architect
Real Time
Chat Analyst
Product
Executive
Sentiment
Analyst
AI Strategy
Lead
AI
Configuration
Admin
Integrated Agile Product Development Squad

32. There is a transition to be made from improvised to organised emotion mgt
We used to rely on the skills of whoever is good at it
CX demands a team wide approach to optimising the best outcome for every journey

33. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
desperate
disgusted
furious excited
appreciated
confident
irritated
sad
helpless
grateful
receptive
capable
angry
cheated
scared
frustrated
insulted
disappointed
ignored
upset
stressed
worried
happy
trust
safe
satisfied
respected
reassured
listened to
relaxed
relieved
confident
What Is It?
Definitions
Importance
Outcomes
Benefits
How does it work?
Journeys
Contact mix
Modalities
Making it happen
a m p l i f yt r a n s f o r m
Who Does What?
Advisor
Team Leader
Service Leader
What’s in it for me
What Changes?
Recruitment/L&D
Performance mgt/QA
Workflow/Tech
Metrics/Insight

34. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
desperate
disgusted
furious excited
appreciated
confident
irritated
sad
helpless
grateful
receptive
capable
angry
cheated
scared
frustrated
insulted
disappointed
ignored
upset
stressed
worried
happy
trust
safe
satisfied
respected
reassured
listened to
relaxed
relieved
confident
What Is It?
Definitions
Importance
Outcomes
Benefits
How does it work?
Journeys
Contact mix
Modalities
Making it happen
a m p l i f yt r a n s f o r m
Who Does What?
Advisor
Team Leader
Service Leader
What’s in it for me
What Changes?
Recruitment/L&D
Performance mgt/QA
Workflow/Tech
Metrics/Insight

35. New
Culture

36. S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0
“Coach and develop me; don't just
assess me!”

37. skills and knowledge
customer facing teams
0202